marketing
Big things often have small beginnings
The role of social media in content marketing By Wendy Monkley CEO Digital Content Lab Attention with a Capital ‘A’ is what every marketer wants for their brand, especially online. But what makes people follow or unfollow a brand? Much research has been done in this area. Time and time again we are told what we probably already knew – that people follow brands that are interesting and entertaining. The term interesting not only refers to the products and services that are on offer or their relevant promotions and discounts, but also the content associated with that brand. This…
Out with the old roles, and in with a fresh approach to streamlined service
Out with the old roles, and in with a fresh approach to streamlined service Significant changes to internal team structures have improved business, delivering greater value to clients, and a richer and more fulfilling work experience for our team across digital marketing services and public relations. Judith Middleton tells the story of how internal change has borne external results. The shift came about as a result of two insights. The first was that some of the roles we need to play as PR and digital marketing professionals are contradictory. Sometimes it’s all about commercials or industry depth…
The making of a leader – do you have what it takes?
The making of a leader – do you have what it takes? Leadership means different things to different people and is impacted by both the application (organisational, political, military etc.) and the execution (the personality of the leader). Regardless, the role always involves making logical and sometimes difficult decisions. The Business Dictionary defines a leader as “a person that holds a dominant or superior position within their field and is able to exercise a high degree of control or influence over others”. While this may be the official definition, there is so much more to a leadership role such…
Should brands try to change the world? What the research says.
Should brands try to change the world? What the research says. Psos researcher Nick Coates examines some of the recent adverts placing themselves in the firing line and the long-term consequences of aligning themselves with these messages, as well as some considerations prior to launching campaigns. It is the remit of advertising to elicit a reaction from consumers, but in the era of increasingly volatile public backlashes, brands are navigating very rough waters by placing themselves in the political or “social issue” space, especially with public feedback channels rapidly multiplying on social media. Gillette’s controversial advert Gillette is the…
Why a career in sales is a good idea
Why a career in sales is a good idea The sales industry is vital to the functioning of the economy – if customers don’t buy, the economy would collapse. There are many benefits and rewards to a career in sales that far outweigh the often-misrepresented view of this profession. Unfortunately, due to these misconceptions, some people prematurely dismiss a career in sales. Often, when you hear the word “sales”, you think about call centre agents cold calling people to try and sell their product, but this isn’t necessarily the case. From entry-level positions to top management, sales representative, account…
A global activation with employees at grassroots level
A global activation with employees at grassroots level For the second time, spirits company Bacardi created a magnificent, global marketing campaign that required extensive planning and thorough internal communications, writes Michael Bratt. Turning every employee into a brand ambassador was the central component of Bacardi’s Back to the Bar brand awareness campaign. Coinciding with the 157th anniversary of the brand’s founding, more than 7 000 Bacardi employees across 130 global cities visited over 1 000 bars during a 16-hour period. With the main aim of brand awareness, the self-named primos and primas handed out cocktails to and interacted…
What is online learning and is it for you?
What is online learning and is it for you? When trying to balance work and family life, the thought of furthering your studies can be daunting. Online learning may be the answer! In this blog we explore online learning as a mode of studying towards a qualification. Online learning, which is also known as correspondence learning, is a form of education where face-to-face interaction between students and lecturers is limited or sometimes non-existent. Students signed up for an online learning programme typically study from home, instead of physically attending classes at an institution. This concept is far from new.
CCM Strategy
There’s never been a better time to review your Customer Communications Management (CCM) strategy Now more than ever, customers expect companies to value their loyalty, recognise them as individuals, be cognisant of their personal needs and requirements and send them only the most relevant information or offers. That’s why a customer communications management strategy is so important, says Gabi Strijp. Throughout the history of business, large enterprises have never had more customers, nor as many ways to communicate with them. At face value, this is an abundance of blessings for leading brands and corporations. After all, when it comes…
SA’s Top 8 scarce skills you should study for
SA’s Top 8 scarce skills you should study for With South Africa’s ever-increasing unemployment rate, it comes as a surprise that there is still an abundance of vacancies in certain industries. These vacancies aren’t the result of a lack of interest in these positions but rather the fact that employers require skilled workers to fill them and there just aren’t enough people who meet the requirements. Unfortunately, due to this skill shortage, local companies within the following industries turn towards the global market to fill vacant positions. By acquiring the necessary skills, you could help to close the gap and…